Google’s tools for fanboys ofolea.org/evento/20131205/transparencias/Andres_Martinez.pdf ·...
Transcript of Google’s tools for fanboys ofolea.org/evento/20131205/transparencias/Andres_Martinez.pdf ·...
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Let’s teach them to failGoogle’s tools for fanboys of Customer Development
Andres L. Martinez a.k.a almoDeveloper Program Manager@davilagrau
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Google Confidential and Proprietary
Developers Communities:● Healthy and growing
Many Scientists & Engineers research on basic science
Intellectual property production in Spain1:● 10th in the global rank!● 3% of the total scientific
productionbut….● 30th in the global rank of
innovation
1CYD Report 2011
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Google Confidential and Proprietary
Others solve problems which nobody care about them,....Raxis● 1999 Problem: 3D scanner for scoliosis diagnostic ● 2000 Solution: fitted! ● 2000-01: Product/market: failed!
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Google Confidential and Proprietary
The “BIF”* effectBroken Innovation FunnelSo?
Why?
The
9 cu
rses
of p
rodu
ct
deve
lopm
ent
ScienceTechnology
ProductBusiness
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Google Confidential and Proprietary
The 9 curses of Product Development
#2 I know what features to build#3 Focus on launch date#4 Execute instead test, learn and iterate#5 Traditional (zombie) business plans: no trials, no errors#6 Job titles are not startups rolls#7 Sales and marketing teams execute the plan#8 Premature scale#9 Managing by crisis leads to a dead spiral
#1 I know what the customers wants
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Google Confidential and Proprietary
Let’s teach them to fail!
“The closer a company is to a predictable, scalable business models, the higher its likely valuation, preserving more stock for the founders at fundraising time”
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Google Confidential and Proprietary
Customer Development“ A structured process for testing business models hypotheses”
Structuredprocess
Testing
BusinessModels
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Google Confidential and Proprietary
Hypotheses?... Business Model Hypotheses?
+ mar
ket s
ize
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Google Confidential and Proprietary
Customer Development: structureCustomer Discovery
Customer Validation
Pivoting
Search
Execute
Customer Creation
Company Building
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Google Confidential and Proprietary
Overview of Customer Discovery
From founders’ vision, create you first business model canvas i.e. set up 9 hypotheses
Set up facts from hypotheses conducting experiments.
Present MVP to your customers, validating the problem/solution fit
#1 #2
#3 Stop iif you validate● size of the market● problem/solution fit● willingness to pay● business model
#4
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Google Confidential and Proprietary
Present MVP to your customers, validating the product/market fit
#3
Overview of Customer Validation
Six “Get ready to sell” tasks● Product positioning● “Test selling” efforts ● Hiring a sales closer● Distribution channel plan● Refining sales roadmap● Advisory Board
Put the product to ultimate test:
#1#2
Pivot or Proceed!#4
sell it!
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Google Confidential and Proprietary
Google “Customer Development” Platform
Search
Discovery Validation
Trends
Consumer SurveyBlogger / Sites
AnalyticsAdWords Wallet
Play
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Google Confidential and Proprietary
Google Trends
● Market modeling○ Size○ Distribution○ Internationalization
● Competition Analysis● Product positioning
○ Sustitutives○ Complementaries
● Company positioning● Earlyvangelist
identification● Advisory board
identification
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Google Confidential and Proprietary
Google Analytics● Testing A/B (with Blogger or
Google site)○ Customer segmentation○ Product positioning○ Company positioning○ Test selling
● Marketing inbound (with Google App for extended analysis and reporting)
● Acquisition plan○ Customer acquisition○ Customer activation
● Business model scaling● Monetization
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Google Confidential and Proprietary
Google Consumer Survey
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Google Confidential and Proprietary
Development platforms● Mobile / Web / Cloud● Free / Freemium ● Starter Pack for Startups:
$2,000 free credit (Ask me for more information)
● Online stores
Adwords
Display networks
And many more tools...
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Google Confidential and Proprietary
In conclusion….
Google is a great platform to implement agile metrics for business models
All the rules about new-product management are turned upside down!
Save money, testing your business model before to scale!
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Google Confidential and Proprietary
Thank you!
Andres L. Martinez a.k.a almoDeveloper Program Manager@davilagrau